POMM Marketing Planning - Planning Marketing Activities...

Planning Marketing Activities
Roger Byatt
With thanks to: Kevin O’Brien

Key elements of world class marketing
1. Profound understanding of the market-place
2. Creative segmentation and selection
3. Powerful differentiation positioning and branding
4. Effective marketing planning processes
5. Long-term integrated marketing strategies
6. Institutionalised creativity and innovation
7. Total supply chain management
8. Market-driven organisation structures
9. Careful recruitment, training and career management
10. Vigorous line management implementation
Used with kind permission from Professor Malcolm McDonald

What is the role of sales and marketing in business
strategy?

The contribution of marketing and sales to shareholder
value
• Revenue growth – TOP LINE
• At a profit
• Customer satisfaction leading to retention and loyalty
• Reputation (brand as an asset)

Brands are key intangibles in most businesses
Brand
20%
Other
Intangible
Assets
55%
Tangible
Assets
25%
Developed Markets
Brands are estimated to represent at least 20% of the intangible value of businesses on the
major world stock markets. Brands combine with other tangible and intangible assets to
create value
Intangible assets
Brand
Software
Patents
Distribution rights
Tangible assets
Assembled workforce
Business Goodwill
Marketing intangible
Technology intangibles
Customer intangible
Contract intangibles
Illustrative
Source: Brand Finance
Customer relationships
Used with kind permission from Professor Malcolm McDonald

Marketing looks forward
“The information appearing in the majority of boardrooms remains
predominantly financial in nature. Without (additional) information on
value-creating activities management are typically flying blind – when
financials tell them there is a problem management have already missed
the optimal point for taking appropriate corrective action”.
PricewaterhouseCoopers – ValueReporting™ Review 2003,
Transparency in Corporate Reporting, p.25
Used with kind permission from Professor Malcolm McDonald

Strategic Marketing Planning
Mission
corporate objectives
marketing audit
SWOT analysis
formulate strategies
forecasts
budgets
Implementation programme
control
Performance review and evaluation
Setting
objectives
Reviewing the
situation
Formulating
strategies
Making it
happen

Planned or emergent?
Desired objective
Unpredictable
factors
Predictable
factors
Course
plotted
Source: Baker, M.J., 2000,
Marketing Strategy and Management,
(3rd Ed), Basingstoke: Macmillan

To plan or not
to plan?
The nice thing about not planning is that failure is not preceded by
a period of worry and depression…

The proven link between superior performance and
strategic marketing plans with the following qualities
1. Needs based market definitions and quantification
2. Clear market segment definitions
3. Segment specific propositions
4. Strategy uniqueness
5. Strength leverage and weakness minimisation
6. Creation of internal and external synergies
7. Alignment to objectives
8. Alignment to market trends
9.